Michael welcomes Tom James, to discuss winning in a hyper-competitive hospitality market through counterintuitive strategy and team buy-in.
Tom shares his 30-year hospitality journey, joining Bill’s five years ago as operations director before becoming managing director, and describes the shift from an ops-only lens to leading cross-functionally with a two-year plan.
Bill’s distilled 257 actions into one message—“everyone leaves happy”—and made guest satisfaction the core KPI, built from reviews, surveys, and mystery diners, tying incentives to guest metrics rather than financial ones.
He explains how visibility, consistent recognition, and culture drove adoption, alongside behind-the-scenes improvements to systems, booking, website, SEO, and cost controls. The turnaround included difficult restructuring and site closures, followed by renewed energy, cover growth, and a strong Christmas.
They discuss change management, process discipline (why/who/what/how/when), technology and AI’s potential, and Tom’s leadership takeaways: headspace, networking, and investing in team growth.
Connect with Tom:
https://www.linkedin.com/in/tom-james-5388b256/
https://bills-website.co.uk/
Eps 23 Bill Collison - Founder of Bill’s
https://www.hospitalitymavericks.com/videos/23-the-bills-story-with-bill-collison/
